How To Create Branding

This is a topic that can always be spoken about. Mainly because most pr clients, advertisers, and publicity agencies do not fully understand how to create a branding campaign, or build a brand product.

It starts with a plan. A Marketing Plan would be best. Inside the plan should be the different marketing strategies that outline in detail what your company goals are to be achieved and what will it take to attain those goals. So how does this relate to BRANDING? Glad you asked. It is just one small part of your pr marketing strategy.branding campaign

When you or your advertising agency creates a campaign for your product, or company image, consider what it is you are trying to achieve. If it is to be memorable, or have humor, or be a serious campaign, then this is how the branding will start. Branding also starts from within a company. From the CEO, to the president, to the office receptionist. But that’s another area of branding that we can discuss later.

Let’s get back to your ad campaign, or publicity campaign. If the idea that is presented looks good, feels good, but you as the pr client just says “that could be our competitors ad if you take out our logo”. Well, consider this, are they using that campaign, or that slogan, or those images. If not, then maybe you are in the old school. Just as I read in Brandweek, an article called “The Doing of the Thing”, by Mike Wolfsohn, points out that this type of thinking can make you be left behind the competition, instead of being the competition. He uses several examples; one in particular is the MasterCard “Priceless” campaign. While the competition, Visa, is trying to position them as the card that is used everywhere, MasterCard takes the personal approach making it more emotional. Anyone of the other card companies could have used that as their idea, but MasterCard did it.

So don’t throw out an idea because you feel the campaign is too generic, make it your brand, make it become your slogan, or image. That is one way to start building a brand. To learn how to create a brand in more detail, give George Carson a call. He can get you noticed so that YOU become the competition. Call him at 949-477-9400.

Millennials. Do you know the interactive marketing rules to reach this group?

Is your publicity or ad campaign for your pr client reaching the millennial generation?

If you don’t know who this group is, here is a definition I found on a Florida University site. It reads: “Millennial is the first generation to grow up with computers at home.the millennial generation Sometimes called Generation Y, Millennial generation experienced high pressure to succeed and is the most watched and tolerated generation in history. ”

This group is more sophisticated than previous generations about marketing and internet marketing. To reach them, you need to follow their rules. A typical public relations service campaign is not going to work. PR clients need to learn their rules and only then will corporations be able to get their products into the hands of the “millennials”.

So what are these rules? I saw an article in iMedia Connection by Krisserin Canary who explains the rule. And she should know, being a millennial herself. These are a short summary of her article. Read the entire story to get the full insight.

1- Get their attention. This group since birth has been told they are “special” and “unique”. This created a generation of “needy” and “entitled” humans. That means they are centered on themselves. So to get their attention, you need to make the pr marketing strategy be focused on what is relevant to them.

Non-intrusive interaction. Advertising needs to be interactive, or at best advertise “with” them, not “to” them. Millennials do not like things getting in their way, such as when listening to music, watching a video, or reading a blog or texting.

2- Get them interested. The ad banner, or ad that appears on the internet page must be direct and tells who and what you are. Flashing your logo is not going to work. Explain who and what you are and invite the reader to your site.

3- Take the lead. When they become comfortable with you, take the millennial to places they wouldn’t have gone before and introduce them to your new content. Basically, keep them updated, give them feedback, and speak in their language.

Although all this sounds simple and basic, it has been difficult for pr clients and public relations firms to understand this generation. If you need to hire a company to help you create a publicity campaign or an advertising campaign to reach this generation, contact us. We can make things happen for your company.

Funny or Offended, you decide!

It seems that some people still think that only sex, or young women make ads more appealing, what do you think?

I read an article in that expressed the readers”shock” when he saw an auto ad for a Ford Mustang showing a father and son in a dark parking lot. Then it shows the son driving and pulling out fast, he peels out, then stops and the dad says, “That’s what I’m talking about. This is not a toy! Want to go again?”

The writer was concerned about moms who have had their children be hit by careless drivers, young, old, etc. Yes, I agree with this part that it might be harsh, but it is an ad for a Mustang that was designed to convey power and performance. Later the author says the best way to attract attention would have been to follow the “rules” that were once done as a study by a psychological and marketing group. This group profess that women (young and not too sexy) would have been a better choice. Or at least he is offering the study’s results that attractive mid 20’s women are good choices for ads to gain attention.

You can view the Mustang ad here and make your own decision.

Is it? I believe you can use many different images to get your point across. You don’t need to always use sex in an ad. Even though the study isn’t saying to be sexy, it does still in fact suggest it when it says to use young women.Building wealth

I like humor. It can convey what you want. It can be memorable, it can get people invloved and it is not offending. That is unless you make a offensive remark in your ad campaign. Just like the example shown, we created this ad to attract attention to the clients solution to building one’s wealth. It is memorable, non-offensive and informative.

So again I ask, would you be offended by that Mustang ad, or would you prefer a young woman only in the ad?

Why RSS Is A Great PR Tool

Twelve reasons to use RSS

RSS is here and you need to make this tool part of your business plan. Why?

If you need to ask, then maybe your company or pr agency is not ready to become a leader in your industry.

But if you are considering the advantages, I’ll give you about twelve reasons how RSS, Blogging, or a Blog site can improve your image, and gain favorable pr AND increase sales. Now remember, that publicity or an ad campaign cannot close a sale, but it can bring traffic to your site, or to your office.

Reasons to get a blog started:

  • Because blogs are short articles, they are best read when you have a strong headline.  Create news type headlines and make the article a story…but short, about 300 words and not more than 750 words.
  • Tell pr clients, or customers about upcoming events through your blog
  • Choose a specific day that you just have your thoughts expressed. It can be about a competitors product, or about the industry in general. All from your point of view
  • It’s a great way to announce new products, or the addition of staff
  • Tell potential and current clients about unique sites that they can benefit from, show the links to these sites
  • Newsletters. You probably do one now, or have a lot of saved information that can be written easily in short articles. Share that information and become recognized as a company helping customers, or pr clients with problems that usually arise in your industry

Well, I only have time to give you six of the twelve. Need to know the rest. Contact me and I’ll share that and more with you.

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